Ensuring an online search campaign remains successful can be affected by how much testing companies do on their current procedures.

This is the opinion of Josh Dreller, writing for Search Engine Land, who claimed pay per click (PPC) marketing requires an "always testing mindset" in order to perform well.

"By keeping top of mind that all of your elements are always up for review, testing and optimising, you'll never get complacent," he explained.

According to Mr Dreller, high-level companies will never be satisfied their accounts are at full efficiency and will always attempt to increase the relevance of their advertising.

Those looking to analyse their campaigns were told to never investigate too many variables at once, allow sufficient time for results to come through and leverage available technology.

Scott Smigler recently advised Practical eCommerce readers to examine a number of metrics to improve their PPC marketing, including clickthrough and conversion rates.

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